With only 23% confident in spotting scams, consumers crave stronger security and AI regulation
DENVER, Oct. 1, 2025 /PRNewswire/ -- Ping Identity, a leader in securing digital identities for the world's largest enterprises, released its 2025 Consumer Survey, revealing a sharp contrast between soaring AI adoption and collapsing consumer trust in global brands. The report found that 68% of consumers now use AI, up from 41% a year ago, while fewer than one in five (17%) have "full trust" in the organizations that manage their identity data. Trust is eroding quickly, with a majority reporting more concern about personal data security than they felt five years ago, paired with growing demand for stronger authentication and tighter government regulation.
Read the full survey: Bridging the Trust Gap in the Age of AI
"Consumer confidence in brands is eroding as we enter a 'trust nothing' era fueled by AI-enabled fraud," said Darryl Jones, Vice President of Consumer Segment Strategy at Ping Identity. "AI and the rise of agents is compounding the attack on trust, making threats more persuasive and harder to detect, which raises the stakes for identity verification and protection. The brands that will thrive are the ones that make trust their top priority through stronger authentication, AI-transparency, and identity-first security."
Key Global Findings
AI Adoption Soars, But Security Concerns Loom Larger Than Ever:
- 68% report using AI (up from 41% in 2024).
- 75% say they are more concerned about personal data security than five years ago.
- 39% cite AI-driven phishing as the modern scam that concerns them most.
Citizens Crave AI Safeguards, But Feel Left in the Dark:
- 73% believe government regulation of AI to protect their identity data is important.
- However, 52% say they do not feel sufficiently informed or protected from scams by guidance from safety organizations or government institutions, suggesting more need for education.
- Only 23% feel very confident in their ability to determine whether something is legitimate or a scam.
Biometrics Top the Wishlist to Improve Trust, Security and Experience:
- 34% report biometric authentication and 33% cite multi-factor authentication as the top features that would increase their trust in online brands.
- Fraud is fueling demand: financial fraud (25%) and account take-over (21%) were the most common scams experienced, many of which may have been prevented through biometrics.
- Reflecting this, the leading change people want in the login experience is more biometrics (21%).
The Path Forward The message from consumers is clear: as AI becomes the norm, trust must be earned back. Stronger security— through biometric authentication and AI optimization—combined with better education and collaboration between businesses and governments, could help close the gap. Encouragingly, 36% of consumers are already turning to AI as a learning tool. Learn more about "The Trust Dilemma in the Age of AI and AI Agents" here.
Methodology
This random double-opt-in survey, commissioned by Ping Identity, was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR). Talker Research interviewed 10,500 consumers across the US (2,000), UK (2,000), France (1,000), Germany (1,000), Australia (1,000), Singapore (1,000), India (500), Indonesia (500), Netherlands (500), Sweden (500) and the UAE (500). Year over year comparisons based on Ping Identity's 2024 Consumer Survey.
About Ping Identity
At Ping, we make it possible to trust every digital moment—moments with customers, employees, partners, and non-human identities. Whether you're securing millions of users, fighting sophisticated fraud, simplifying third-party access, or embracing passwordless experiences and verifiable credentials, establishing trust shouldn't slow you down. Our enterprise-grade identity platform is built for scale, speed, and flexibility—and works seamlessly with your existing tech stack across cloud, hybrid, and on-prem. We help innovators like you accelerate growth and confidently leverage AI—making life easier for your developers, users, IT teams, and partners. With Ping, all your digital experiences start with trust. Learn more at pingidentity.com.
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SOURCE Ping Identity